Japanese cosmetics firm Shiseido will bring its luxury Nars brand to China, via an online distribution deal with WeShop.
The mainstay e-commerce platform will commence stocking Nars products from the end of August, before launching a physical store in Shanghai’s Raffles City shopping mall this September, according to local media reports.
China is a big market for the Japanese firm. Shiseido already sells luxury cosmetics from its eponymous brand in China as well as Ipsa and Cle de Peau Beaute, the latter two being skincare brands.
Nars – a vibrant makeup brand – will be the first of its kind for Shiseido in China. The line is currently sold in Hong Kong, its only market in China, with Shiseido hoping the new WeShop deal will attract new customers, as income levels rise in China.
Shiseido’s Chinese operations clocked 120.5 billion yen ($1.09 billion) in sales for the year ended in December, up 11.4%.
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Looking forward, Shiseido sees Chinese sales could improve 14%, following an increase in sales pushed on from the Nars launch.
Nars, founded by makeup artist Francois Nars, joined the Shiseido cosmetic fold in 2000. The high-end brand is primarily stocked in department stores across the globe in approximately 30 countries within the Americas, Europe, Japan and Southeast Asia.